Methods and systems to explicitly and implicitly measure media impact

Abstract

Example methods, apparatus, systems, and articles of manufacture to explicitly and implicitly measure media impact are disclosed. An example method includes analyzing first survey response data obtained from a control group panelist responding to a first survey instrument after exposure to first media. An example first survey instrument includes an implicit measure. The example first survey response data includes first implicit response data. The example method further includes analyzing second survey response data obtained from a test group panelist responding to the first survey instrument after exposure to second media. The example second survey response data includes second implicit response data. The example second media includes elements of the first media and target advertising or entertainment material not included in the first media. The example method also includes assessing an effectiveness of the target advertising or entertainment material based on the first and second implicit response data.

1 . A method comprising:
 analyzing first survey response data obtained from a first control group panelist responding to a first survey instrument after exposure to first media, the first survey instrument comprising an implicit measure and the first survey response data comprising first implicit response data;   analyzing second survey response data obtained from a first test group panelist responding to the first survey instrument after exposure to second media, the second survey response data comprising second implicit response data, the second media comprising elements of the first media and target advertising or entertainment material not included in the first media; and   assessing a first effectiveness of the target advertising or entertainment material based on the first and second implicit response data.   
     
     
         2 . The method of  claim 1 , wherein the first and second implicit response data are associated with at least one of an ad recall, a brand awareness, a product awareness, a brand favorability, a product favorability, a brand preference, a product preference, a brand purchase consideration, a product purchase consideration, a brand purchase intent, a product purchase intent, a brand recommendation, or a product recommendation. 
     
     
         3 . The method of  claim 2 , wherein assessing the first effectiveness of the target advertising or entertainment material is based on a difference between a first value of the media effectiveness metric associated with the control group panelist and a second value of the media effectiveness metric associated with the test group panelist. 
     
     
         4 . The method of  claim 2 , further comprising:
 analyzing correlate measurement data gathered from the first test group panelist; and   validating the implicit response data based on the correlate measurement data.   
     
     
         5 . The method of  claim 4 , wherein the correlate measurement data comprises at least one of eye-tracking data, neuro-physiological data, or purchase behavior data of the test group panelist. 
     
     
         6 - 7 . (canceled) 
     
     
         8 . The method of  claim 1 , wherein the implicit measure comprises an implicit association test. 
     
     
         9 . The method of  claim 8 , wherein a first concept in a complementary pair associated with the implicit association test corresponds to a first product or brand and a second concept in the complementary pair is associated with a competing product or brand, the first product or brand being related to the target advertising or entertainment material. 
     
     
         10 . The method of  claim 1 , wherein the implicit measure comprises a go-no-go association test. 
     
     
         11 . (canceled) 
     
     
         12 . The method of  claim 1 , wherein the implicit measure comprises a sorting test. 
     
     
         13 . The method of  claim 12 , wherein the sorting test comprises a plurality of items to sort, the plurality of items includes a first item associated with the target advertising or entertainment material, and the plurality of items includes at least one of a picture, a word, or a logo. 
     
     
         14 . The method of  claim 12 , wherein the sorting test requests the first test group panelist and the first control group panelist to sort the plurality of items based on at least one of preference or recognition. 
     
     
         15 . The method of  claim 1 , wherein the implicit measure comprises a word completion test. 
     
     
         16 . The method of  claim 15 , wherein the word completion test requests a test taker to fill in a missing letter or a missing word related to at least one of (1) a target word or phrase associated with the target advertising or entertainment material or (2) a distracter word or phrase unrelated to the target advertising or entertainment material. 
     
     
         17 . The method of  claim 1 , wherein the implicit measure comprises priming. 
     
     
         18 . The method of  claim 17 , wherein the priming comprises exposing the first control group panelist and the first test group panelist to a primer associated with the target advertising or entertainment material before the first control group panelist and the first test group panelist are to respond to a second survey instrument. 
     
     
         19 . (canceled) 
     
     
         20 . The method of  claim 1 , wherein the first survey instrument is in a game format. 
     
     
         21 . The method of  claim 20 , wherein the game format comprises at least one of awarding a point for a completed response, awarding a point for a correct response, deducting a point for an incorrect response, or awarding a point for a speed of response. 
     
     
         22 - 25 . (canceled) 
     
     
         26 . A tangible machine readable storage medium comprising instructions, which when executed, cause a machine to at least:
 analyze first survey response data obtained from a first control group panelist responding to a first survey instrument after exposure to first media, the first survey instrument comprising an implicit measure and the first survey response data comprising first implicit response data;   analyze second survey response data obtained from a first test group panelist responding to the first survey instrument after exposure to second media, the second survey response data comprising second implicit response data, the second media comprising elements of the first media and target advertising or entertainment material not included in the first media; and   assess a first effectiveness of the target advertising or entertainment material based on the first and second implicit response data.   
     
     
         27 . The storage medium of  claim 26 , wherein the first and second implicit response data correspond to a media effectiveness metric, the media effectiveness metric associated with a measure of at least one of an ad recall, a brand awareness, a product awareness, a brand favorability, a product favorability, a brand preference, or a product preference, a brand purchase consideration, a product purchase consideration, a brand purchase intent, a product purchase intent, a brand recommendation, a product recommendation. 
     
     
         28 - 32 . (canceled) 
     
     
         33 . The storage medium of  claim 26 , wherein the implicit measure comprises an implicit association test. 
     
     
         34 . (canceled) 
     
     
         35 . The storage medium of  claim 26 , wherein the implicit measure comprises a go-no-go association test. 
     
     
         36 . (canceled) 
     
     
         37 . The storage medium of  claim 26 , wherein the implicit measure comprises a sorting test. 
     
     
         38 - 39 . (canceled) 
     
     
         40 . The storage medium of  claim 26 , wherein the implicit measure comprises a word completion test. 
     
     
         41 . (canceled) 
     
     
         42 . The storage medium of  claim 26 , wherein the implicit measure comprises priming. 
     
     
         43 - 50 . (canceled) 
     
     
         51 . An apparatus, comprising:
 a survey response analyzer to:   analyze first survey response data obtained from a first control group panelist responding to a first survey instrument after exposure to first media, the first survey instrument comprising an implicit measure and the first survey response data comprising first implicit response data; and   analyze second survey response data obtained from a first test group panelist responding to the first survey instrument after exposure to second media, the second survey response data comprising second implicit response data, the second media comprising elements of the first media and target advertising or entertainment material not included in the first media; and   an effectiveness calculator to assess a first effectiveness of the target advertising or entertainment material based on the first and second implicit response data.   
     
     
         52 - 57 . (canceled) 
     
     
         58 . The apparatus of  claim 51 , wherein the implicit measure comprises an implicit association test. 
     
     
         59 . (canceled) 
     
     
         60 . The apparatus of  claim 51 , wherein the implicit measure comprises a go-no-go association test. 
     
     
         61 . (canceled) 
     
     
         62 . The apparatus of  claim 51 , wherein the implicit measure comprises a sorting test. 
     
     
         63 - 64 . (canceled) 
     
     
         65 . The apparatus of  claim 51 , wherein the implicit measure comprises a word completion test. 
     
     
         66 . (canceled) 
     
     
         67 . The apparatus of  claim 51 , wherein the implicit measure comprises priming. 
     
     
         68 - 75 . (canceled)